As a conclusion of the Double Award Master in Fashion Styling and Visual Merchandising, Duru Ates create a project trying to respond the question: does luxury market, with such major impact on societal categorization and with economic availability, contributing to an environmental disaster or is there a right way to be responsible?
Duru Ates started her research analyzing bad and untold practices of fashion brands such as burning unsold items and build Greenwashing communication campaigns. What does it mean to be responsible nowadays and how fashion can be more sustainable?
As a conclusion of the Double Award Master in Fashion Styling and Visual Merchandising, Duru Ates create a project trying to respond the question: does luxury market, with such major impact on societal categorization and with economic availability, contributing to an environmental disaster or is there a right way to be responsible?
Duru Ates started her research analyzing bad and untold practices of fashion brands such as burning unsold items and build Greenwashing communication campaigns. What does it mean to be responsible nowadays and how fashion can be more sustainable?
Project Leader | Mentor
Gianfranco Olivotto
Project Authors
Duru Ates
Duru Ates chosen Gucci as best representative of new sustainable concepts and production and designed a showroom and events space conceived for a new more sustainable customer experience.
The space envisioned by the student aims at being an example-of-a sustainable footprint through digitalization, under the light of slow movement, through brand attitude, digital innovations and story-tailored services.
The space will host private styling sessions, private wardrobe styling and design sessions, to share Gucci’s vision rather then its products. The products on sale would be bespoke, made to measure and there would be in retail altering services available.
